TITLE: Wateen Telecom

Group Members:
1. Hassan L1F10BBAM0147
2. Raffay Mahmood L1F10BBAM2145
3. Zain Mehmood L1F10BBAM2097
4. Haseeb Sattar L1F10BBAM2096
5. Muhammad Husnain Ijaz L1F10BBAM2117

SUBJECT: Business Policy and Strategy

SECTION: B

SUBMISSION DATE: 28-01-2014

SUBMITTED TO: PROF. Mohsin Rauf






Introduction
Wateen Telecom was established under the sponsorship of the Abu Dhabi Group which is
considered as one of the biggest business units in the Middle East. In Pakistan, Abu Dhabi Group
is also one of the biggest foreign investor. Wateen Telecom was set up in 2007 under the
leadership of Sheik Nahayan Mabarak AL-Nahayan. In Start the company was established as a
carrier providing fiber optic network for the mobile companies and was also providing
telephonic services in Pakistan. Now Wateen Telecom is a converged communication services
provider that fulfills connectivity requirements for organizations and individuals in Pakistan.
Wateen Telecom delivers complete solutions for Internet, Voice, Multimedia and Enterprise
Solutions that make it the most comprehensive provider for all of Pakistans communication
necessities. Wateen is the worlds first company to commercially roll out a WiMAX network on
a nationwide scale. Wateen currently services over 250,000 WiMAX subscribers, provides
enterprise solutions and data services to over 200 leading organizations and its wired network
reaches over 15,000 households in Lahore and Multan.With a new strategic vision and
management in place, Wateen has steadily improved its service provision and its corporate
structure to adequately reflect its corporate motto and beliefs of Enabling Customer Lifestyles.
Wateen is aiming to help shape the education, social and economic development in the country
using broad-based internet provision

Vision Statement

Wateen Telecom aims to enable and empower every man, woman and child in Pakistan through
leading edge technology and services thereby transforming their lives.

Mission Statement

A winning team that delivers outstanding customer value through world class ICT solutions,
systems and innovation. Wateen offer affordable communication service that caters the needs of
our customers.

Proposed Mission Statement

To take Pakistan revolution of 21st century by offering complete communications and media
solutions to public at large based on quantity, affordability, availability and reliability. Wateen
focus on delivering outstanding customer value through world class solutions, systems and
innovation. They should deliver high quality, flexible solution that allows customers savings,
choice and enhanced efficiency. Achieve maximum customer satisfaction at all levels by
providing innovative, efficient and creative solutions.
Core values
Wateen deeply value strengths, interest and experience
They strongly believe in their passion for customers, partners and technology
Wateen practice and cultivate the will to excel and taking on big challenges
Wateen value in maximizing growth opportunities and stimulate atmosphere of healthy
competition


Organization structure


Wateen telecom having tall organizational structure with more hierarchical levels with
wide span of control at lower level of the structure. Because of the tall organizational
structure, it is not possible for the head of operations to communicate with the CEO or
president directly, he/she has to report to the head of customer operations, and then
Customer operations talk to the GM and then the number of CEO comes with the team of
directors



CEO
GM
Business
Development
GM
Enineeri
ng
GM
Human
Reource
GM
Finance
Head of
legal &
company
Gm
Operatio
ns
Head of
customer
oprations
Gm
Marketin
g
Head of
stratgy and
planning
Product portfolio

Wateen Telecom is operating with the following Products:

WiMAX -World Wide Interoperability of Microwave Access
DTH-Data to Home
DVB-Digital Video Broadcasting
Metro Fiber
Co-location/Telehousing
Braodoband internet
Calling cards / calling accounts
Content and media
Infotainment portal


Wateen Competitors

Wateen Telecom has following competitors:-

World Call
PTCL
Wi-Tribe
Qubee
Linkdot
Net-Multinet







External Assessment
Political and legal
When discussing the impact of political and legal structures bodies on the telecommunication
sector, Wateen can observe a range where on one hand the government gave complete freedom
for Foreign Investment. While on the other hand the government reduced basic civil rights,
imposed restrictions on media, illegal internet gateways and banned certain news channels. The
impact of legal structures and regulatory bodies on Wateen regulations acted as stimuli and it
affected the industry in various ways negative as well as positive.
Economic
Low levels of spending in the social services and high population growth have contributed
to persistent poverty and unequal income distribution. Pakistan's extreme poverty is key concerns,
especially in rural areas.
Social
The people are now more open to watching foreign channels than before. TV viewing has
increased manifold with the advent of dish antenna and cable TV. Over the last few years, the
Pakistani society at large has become more open to change, more understanding and has
developed more capacity to accept and absorb cultural differences.
Technology
Wateen Telecom operates Pakistans first and largest WiMAX network in 25 cities to provide
Wireless Broadband services to its customers.WIMAX (world interoperability for microwave
access) is a telecommunication technology that provides wireless data over long distances in a
variety of ways (voice, internet,data and in future multimedia). WIMAX enables users to access
high speed internet, voice and value added services. As Wateen WIMAX delivers low cost, open
networks and is the first and efficient network for data, video and voice.





Comparative Analysis
Among the major player, PTCL is the biggest operator with 4740,387 subscribers and a 53 %
market share combining both DSL and EVO services. Wateen is the main competitor of PTCL
with 188,725 subscribers and 21 % market share. Third company world Call is the biggest
company with 97,280 subscribers and an 11 % market share. Wi- Tribe has stepped into fourth
spot with 51,912 subscriber and 6 % market share.
Competitive edge of Wateen
Wateen WIMAX is a true broadband solution that provides an wireless technology. Wateen
WIMAX provides customers with high speed internet and voice services. WIMAX is an
internationally recognized standard for wireless broadband connectivity and Wateen is proud to
have commercially launched the first 802.16e complaint network in the world and usher
Broadband in Pakistan, so people can enjoy broadband communication and media services.













Porter five force model


Rivalry among competing firms
Pakistan Telecommunication market has a huge rivalry among the competing firms. Wateen,
PTCL, World Call and Qubee and many others are offering services at low cost which result in
huge competition among the firms.
Potential Entry of new Entrant
Potential entry of new entrant is high due to huge investment required as a setup cost. As Wateen
telecom is a service industry and due to high competition profit margins are low and it may
suffer heavily due to initial huge investment.



Rivalry
among
competing
firms
Bargaining
power of
Consumers
Bargaining
power of
suppliers
Substitute
Product
Entry of new
Entrant
Development of Substitute Product
The development o f substitute product is very high as there are other companies which are
offering their services at cheap prices, so consumer can easily shift to other brand. Hence
substitute product potential is very high in the market.
Bargaining power of suppliers
Bargaining power of supplier in Pakistans telecom industry is very low because there are few
companies providing equipments, vendor services and other offerings. Hence the bargaining
power of supplier is low overall in this sector.
Bargaining power of Consumers
Bargaining power of consumers in telecom sector is high, as there are rivalry among competitors,
they offer low rates to consumer which eventually gives the advantage to consumer while
bargaining.

External Opportunities


New Market Availability
As Wateen is operating in 22 Cities of Pakistan which are main users of Wateen, but still there is
gap to expand the business, use the high investing the areas where there is still need of Wateen
services to use economies of scale concepts
Emerging Market of Electricity Free Devices
Wateen USBs for Internet coverage is not well known in the market, this gap is still have to
cover, as in Pakistan, internet devices operating with electricity is not suitable.
New technology (LTE)
New technology helps Wateen Telecom to better meet their customers needs with new and
improved products and services. Technology also builds competitive barriers against rivals, Long
Term Evolution, commonly marketed as 4G LTE

Telephony Service Attraction
Earlier Wateen was only known for the company for internet, but Telephony service provided by
Wateen along with internet is attracting the customer like PTCL, Wateen also have the gap to
shift the trend of Telephone from PTCL to Wateen Telephony by using attractive packages and
have more coverage.
New innovative Services
Innovative services like Internet TV, Telephonic Services and others can be introduce to
have more customer attraction.
Remote Access
The biggest opportunity in Pakistan market is that there are certain areas where the services of
competitors cannot reach. In those areas there are sufficient people who need the services the
company plans to offer.
International expansion
International market always welcome technological products as Wateen has access to
the different countries like Pakistan as its operating from Dubai Group, so going globalize to
the other developing and under developed countries is a very major opportunity.

External Threats
Mature Competitors
In the telecom industry, Wateen has the strong competitors like PTCL and Mobilink, they are
more senior than Wateen and have more wide area coverage
PTCL Smart TV
PTCL smart TV is a big threat for the company, because consumer has more attraction toward
smart TV it gives more channels and respond to the consumer request.
Downturn in Economy
The down turn in Pakistan economy might have impact on disposable income of the population.
General well being of economy always has favorable impact on all the businesses Wateen
services would not be an exception.
Local fiber provider
There may be some companies that may provide local fiber at low prices

Increase in tax rates
High tax rates will result in increase in prices of services offered by the Wateen telecom, so high
prices will not attract customers any more.
Government rules and regulation
Changes to government rules and regulations can negatively affect Wateen Telecom.
Price war
If new entrants or competitors provide services at cheap rates might affect Wateen telecom.
Political instability
External Factor evaluation Matrix (EFE)

Opportunities Weight Rating Weight Score
1 New market availability 0.12 4 0.48
2
Emerging Market of Electricity
Free Devices 0.07 3 0.21
3 New technology(LTE) 0.06 2 0.12
4 Telephone(voice/video) 0.05 4 0.2
5 New innovative service 0.06 2 0.12
6 Remote Access 0.04 1 0.04
7 International expansion 0.06 3 0.18


Threats Weight Rate
Weighted
Score
1 Mature competitors 0.08 2 0.16
2 PTCL smart TV 0.07 3 0.21
3 Downturn in economy 0.06 3 0.18
4 DSL for WiMax 0.05 1 0.05
5 Local fiber provider 0.04 3 0.12
6 Increase in Tax rate 0.06 2 0.12
7 Government rules and regulation 0.05 4 0.2
8 Price war 0.08 4 0.32
9
Political instability(security
issue) 0.06 4 0.24

Total 1 2.81

The above Matrix summarizes and estimates the external factors that give a view of how
effective the company strategies are used in the capitalization of their opportunities and disclose
the point of threats that are active. Wateen responds to the above factors considering its current
objectives and strategies. The total weighted score of this matrix reveals that it has a normal
score of 2.81 which is higher than normal.
Competitive Profile Matrix (CPM)

Wateen Telecom PTCL World Call
Critical success
Factors
Weig
ht
Rati
ng
Weighted
Score
Rati
ng
Weighted
Score
Rati
ng
Weighted
Score
Market Share

0.1

2

0.2

3

0.3 2 0.2
Customer Loyalty 0.15 3 0.45 4 0.6 3 0.45
Management 0.15 3 0.45 3 0.45 2 0.3
Advertising 0.2 3 0.6 4 0.8 3 0.6
Price competition 0.1 4 0.4 3 0.3 3 0.3
Product quality 0.15 3 0.45 4 0.6 2 0.3


Total 1 2.55 3.05 2.15


The competitive profile matrix of Wateen categorize the competitors such as PTCL and world
call. Companies are than evaluated on the basis of significant success factors of telecom industry
and Wateen Telecom weighted score of 2.55 shows that it is performing above than average and
second best after PTCL.






Internal Assessment

MANAGEMENT
Planning
Two types of planning are done in Wateen Telecom, Short term and long term, however in both
cases of planning, All the General Manager and CEO are responsible for the major decisions of
the company. Wateen Telecom focuses on both short term as well as long term planning for a
future. In Wateen, Short term plans for one to two years and long term planning for more than
three years

Organizing
The teams under each supervisor do the work accordingly in order to accomplish the goal set by
the top management
Leading Leadership Style
Wateen Telecom is controlled from the Center, in the same way all the decision are made from
the top management only. In this way, we can say that Wateen has leadership style is basically
Autocratic because the Top Management and General Managers have the centralized authority to
make decisions
Motivating
Wateen Telecom recognizes its employees as the major asset of the company and also recognizes
them the key contributors to the performance of the Wateen Telecom, Wateen put great efforts
on development, motivation and retention of employees. However, the employee satisfaction is
ongoing process due to hard and competitive targets for them, but Wateen telecom puts a lot of
bonuses on achieving the targets.
Controlling
Top Management of Wateen Telecom uses the internal controls system in order to control the
system. General Managers recognizes their responsibility as envision in the relevant regulations,
the management of Wateen ensures the establishment and maintenance of adequate and effective
systems of internal control in fulfillment with external laws and regulations

MARKETING
Wateen having world largest WiMax service provider with 25+ cites operational network over
WiMax, started their marketing campaign as a WiMaxprovider. Though this product is marked
for consumers only, however due to huge market networks, cooperate sector also started taking
the same service.
The advertising campaign was mainly for Wateen calling cards as well as for WiMax service.
The strategy for selling is as follow
Consumer sector, mainly home users or low cost tariff
Corporate sector ,MNC, financial sector, Oil and Gas sector
For corporate sector, Wateen started personal and direct selling, either by calling customers
directly or visting customers

Operations
Wateen successful 7 years of operations in the telecom industry of Pakistan speak for itself, as it
covering 22 cites and 1100 sites with over 160,000 wireless broadband customer , 12,000
broadband customer over fiber and 2700 corporate links. Wateen telecom is the largest operator
of satellite service in the country.

Finance
Although companys financial performance in FY13 has shown a positive trend. Wateen
Telecom outperformed management expectations through various cost rationalizing and
consolidation initiatives aimed at lowering operational overheads.
Wateens financial performance continued to show significant improvement in light of the
measures taken by the management in the previous quarters. As per the financial highlights
summarized in the table above, Wateens revenue ending March 2013, increased to PKR 6.2
billion

Period March 2013 March 2012

Revenue PKR- Million 6,226 5,330


Research and development R&D
Right now Wateen do not work on R & D department. TheyR&D require a lot of investment and
time to invent new product, so new product is more costly than purchasing new technology from
outsider.

MIS Department
In Wateen Telecom Management information system raw information from both the external and
internal evaluation of an organization. It gathers data about functional area of organization and
focus on personnel matters internally, social cultural, demographic, environmental, economical,
Political, legal, government etc. As organizations are becoming more complex, decentralized so
function of information system growing in importance.


Internal Strengths


Strong management
HR plays a vital role in the success of any organization, As Warid is much older than Wateen,
the experienced management of Warid was shifted toWateen from day one. Wateen has an
experienced management.
Sales
Wateen sales are increasing day by day which shows positive impact on the company.
Own satellite
Wateen has its own satellite to which gives them a lot benefit.
Brand Name
A strong brand name is a major strength of Wateen Telecom. This gives Wateen Telecom the
ability to charge higher prices for their products because consumers place additional value in the
brand.
Metro fiber
Wateen has an extensive Metro fiber networks available in over 75 Metropolises of Pakistan.
Largest WiMax provider
Wateen telecom is Pakistans communication and media power house with the first mass market
WiMax network covering 35 million businesses and home users.
Customer loyalty
When given a choice, customers are loyal to Wateen Telecom. Instead of targeting all
customers, Wateen Telecom only needs to target new customers in order to grow their business.

Internal Weaknesses

Decreasing profit margin

As there are so many competitors in the market Wateen has to provide services at low prices
which results in low profit margins

Lack of skilled employees
Specialized training is required for workforce to cope with new challenges emerging from the
introduction of the new service.

High employee turnover
Organizations like Wateen telecom, which is centrally controlled, turnover of the employee is
very hard to listen. Due to target pressure, switching of lower level staff and technical staff is
increasing, hiring new staff and training them is costly and slow process.
Increase in Debts
A high debt burden increases the risk that Wateen Telecom goes bankrupt if they make a poor
business decision. Increasing risks can increase Wateen Telecoms debt interest payments "High
Debt Burden (Wateen Telecom)" has a significant impact, so an analyst should put more weight
into it. This qualitative factor will lead to an increase in costs.
Weak supply chain
A weak supply chain can delay the arrival of products to Wateen Telecoms customers.
Unnecessary delays can hurt Wateen Telecom over the long run, because customers will cancel
orders.
Work inefficiencies
Lower level of employees in the Wateen is under extreme pressure because of achieving the
target, their jobs are target based, so they due to job risk they are unable to perform job with their
best
Slow flow of information
As Wateen has more hierarchical levels in its organizational structure, so the flow of
information, new launching, decision, Targets and other information is flowing slowly, which
can cause the less time for the lower level workers to achieve the targets.
No R&D programs
Wateen has not started working on Research and Development, however, the organizations have
more innovations but still they have not started investing in research and development
department.
Internal Factor evaluation Matrix (IFE)

Strengths Weight Rating
Weight
Score
1 Strong management 0.08 4 0.32
2 Sales 0.06 3 0.18
3 Own satellite 0.06 4 0.24
4 Brand Name 0.06 3 0.18
5 Metro Fiber 0.07 4 0.28
6
Largest WiMAX
network 0.08 3 0.24
7 Customer loyalty 0.06 4 0.24


Weaknesses
1
Decreasing profit
margin 0.05 2 0.10
2
Lack of skilled
employees 0.08 2 0.16
3
High employee
turnover 0.08 2 0.16
4 Increase in Debts 0.08 2 0.16
5 Weak supply chain 0.06 1 0.06
6 Work inefficiencies 0.07 2 0.14
7 Slow flow of 0.06 2 0.12
information
8 No R&D programs 0.06 1 0.05
Total 1 2.63


After evaluating and analyzing the weights and strengths and weakness of the company, the total
weighted score is 2.6 slightly higher above the average score 2.50 and it clearly indicates that
Wateen needs to do significant improvement in their internal operation structure in order to
achieve competency
SWOT Analysis


Strengths

1.Strong management
2.Sales
3.Own satellite
4.Brand Name
5.Metro Fiber
6.Largest WiMax Network
7.customer Loyalty








Weaknesses

1.Decreasing profit margins
2.Lack of skilled Employees s
3.High employee Turnover
4.Increase in Debts
5.Weak supply Chain
6.Work Inefficiency
7.Slow flow of information
8.No research and development

Opportunities

1.New Market availability
2.Emerging Market of Electricity Free Devices
3.New Technology(LTE)
4.Telephony (voice/video)
5.New Innovative services
6.Remote Accesses
7.International expansion





Threats

1.New/Mature competitors
2.PTCL smart TV
3.Downturn in economy
4.DSL for WiMax
5.Local Fiber provider
6.Increase in tax rate
7.Government rules and regulation
8.Price war
9.Political Instability


SWOT Matrix









Strengths

1.Strong management
2.Sales
3.Own satellite
4.Brand Equity
5.Metro Fiber
6.Largest WiMax Network
7.Customer Loyalty




Weaknesses

1.Decreasing profit margins
2.Lack of skilled Employees
3.High employee Turnover
4.Increase in Debts
5.Weak supply Chain
6.Work Inefficiency
7.Slow flow of information
8.No research and development


Opportunities


SO Strategies

WO strategies

1. New market
availability


1.Satellite in remote areas of Pakistan
can provide high earnings in cost
[S5,O6]


1.Wateen has decreasing profit
and lack of skilled workforce to
address new market
[W1,W2,O1]
2.Emerging Market
of Electricity
Free Devices
3.New
technology(LTE)
2. sales can be increase by starting new
campaign and provide new
technology(telephone voice/video)
[S2, O3,O4]
2. Better supply chain can
improve services and a new
innovations
[W5,O5]
4.Telephony
(voice/video)

3.Largest WiMax network can provide
feasible solution to capture new market
[S6,O1]
3.Weteen can work on profit
margin by expanding business by
providing services internationally
[W1, O7] 5.New Innovation
services

6.Remote Accesses
7.International
Expansion








Threats


ST Strategies



WT Strategies
1.New/Mature
competitors



1.Metro Fiber can provide an edge over
PTCL smart TV
[S5,T3]
1.Increase in debts and reduced
profit margin can give more
chance to PTCL smart TV to
expand more quickly
[w4,w1,T2,]
2.PTCL smart TV

2.Brand name and customer loyalty will
help to gain advantage over new
competitors
[S4,S7,T1]



2.High inefficiency and no R& D
may give more opportunities to
new competitors to grow quickly
[W6,W8,T1]
3.Downturn in
economy
4.DSL for WiMAX

3. Strong management can reduce price
war between competitors and can control
security issue.

[S1,T8,T9]
3.Work inefficiency and slow
flow of information give chance
for local fiber provider to compete
[W6,W7,T5]
5.Local Fiber
provider

6.Increase in tax rate

8.Government rules
and regulations

4.Use of fiber and WiMax as a alternate
solution for government regulation and
bad economy
[S4,T3, T8]

8.price war
9.Political
Instability









Space Matrix

Financial Position(FP) Rating Stability Position (PS) Rating
Return on investment 2 Technological changes -1
Liquidity 2 Demand Fluctuation -3
Working Capital 1 Price bracket of competing product -3
Cash Flow 3 Entry Barriers into market -4
Debtors turnover 3 Pressure from competitors -2


Total 11 Total -13

Competitive position(CP)

Industry position(IP)

Market Share -3 Growth potential 5
Customer loyalty -2 Profit potential 4
Competition capacity -3 Financial consistency 2
Technological skills -2 Technological knowledge 5
Productivity 3


Total -10 Total 19


FP 11/5 2.2
CP - 10/4 -2.5
SP -13/5 -2.6
IP 19/5 3.8


X-axis 1.3
Y-axis -0.4



FP


CONSERVATIVE 6 AGGRESIVE
5
4
3
2
1

-6 -5 -4 -3 -2 -1 1 2 3 4 5 6
-1 ( 1.3,0.4)
-2
-3
-4
DEFENSIVE -5 COMPETITIVE
-6

SP
Wateen falls on competitive profile side which means that wateen has a major competitive
advantage in a high growth industry. It can work on market penetration, market development and
product development

IP
CP
WATEEN
TELECOM

BCG Matrix




With a low market share of share 21%, yet they compete in high growth industry shows that
Wateen lies at Question mark which represent the straggles of market penetration, market
development and product development.

PTCL
53%
Wateen
21%
world call
11%
Others
15%
Market share 2013
PTCL
Wateen
World call
Others
Wateen Telecom
Internal External Matrix

IFE WIGHTED SCORE

Strong 3.0 to 4.0 Average 2.0 to 2.99
4 3 2



3


2

1

EFE= 2.81
IFE= 2.63
High
3.0 to
4.0
Medium
2.0 to
2.99
Low
1.0
to
1.99

E
F
E
Weak 1.0 to 1.99
Wateen
Telecom
Hold and Maintain
Market Penetration &
Market Development


Total IFE weighted score of 2.63 falls in X axis and the total EFE weighted score of 2.81 falls in
the Y axis and both the values are slightly above average. According to IE matrix, wateen falls in
the fifth cell and so as they should follow the strategy of hold and maintain. This strategy mainly
focuses on both market penetration and product development.




















Grand matrix
RAPID MARKET GROWTH

SLOW MARKET GROWTH

According to the Grand matri, the position of Wateen telecom lies in the first quadrant which
reveals that the company has above the average competitive position among the competitive
market with rapid market growth as the industry growth rate is really high.



Quadrant I I

1. Market development
2. Market penetration
3. Product development
4. Horizontal integration
5. Divestiture
6. Liquidation




Quadrant I

1. Market development
2. Market penetration
3. Product development
4. Forward integration
5. Backward integration
6. Horizontal integration
7. Related diversification


Wateen Telecom

Quadrant I I I

1. Retrenchment
2. Related diversification
3. Unrelated diversification
4. Divestiture
5. Liquidation




Quadrant I V

1. Related diversification
2. Unrelated diversification
3. Joint ventures

STRONG
COMPETITIVE
POSITION

WEAK
COMPE
TITIVE
POSITI
ON

Wateen Telecom


Quantitative Strategic planning Matrix (QSPM)





1
Developing new
and innovative
product

2
Market development
or searching new
Market



Weight AS TAS AS TAS Key Factors
Opportunities
1 New market availability 0.08 3 0.24 2 0.16
2
Emerging Market of
Electricity 0.07
3 New Technology 0.06 4 0.24 3 0.18
4 Telephony(voice/video) 0.08 3 0.24 2 0.16
5 New innovative service 0.06 1 0.06 2 0.12
6 Remote Accesses 0.04 2 0.08 3 0.12
7 International expansion 0.06 3 0.18 1 0.06

Threats
1 Mature Competitors 0.08 3 0.24 4 0.32
2 PTCL smart TV 0.07 4 0.28 2 0.14
3 Downturn in Economy 0.06
4 DSl for WiMax 0.05 2 0.1 2 0.1
5 Local fiber provider 0.04 3 0.12 3 0.12
6 Increase in Tax rate 0.06
7
government rules and
regulation 0.05

8 Price war 0.08 2 0.16 3 0.24
9 Political Instability 0.06
1


Strength
1 Strong Management 0.08 4 0.32 2 0.16
2 Increasing Sales 0.06
3 Own satellite 0.06 3 0.18 4 0.24
4 Brand Name 0.06 4 0.24 3 0.18
5 Metro Fiber 0.07 3 0.21 2 0.14
6 Largest Wimax provider 0.08
7 Customer loyalty 0.06 4 0.24 3 0.18


Weaknesses
1 Decreasing profit margins 0.05
2 Lack of skilled employees 0.08 4 0.32 3 0.24
3 High employee turnover 0.08 3 0.24 1 0.08
4 Increase in debt 0.08 2 0.16 3 0.24
5 Weak supply chain 0.06
6 Work inefficiency 0.07 3 0.21 1 0.07
7 Slow flow of information 0.06 2 0.12 3 0.18
8
No research and
development 0.06
1


Total 4.18 3.43

Strategy 1

Improving and developing new & Innovative Product
Wateen have to focus on Research and development department. They have to spend money in
this department for invent new technology and product. It will increase Wateen sales and built up
competitive advantage.
Strategy 2

Finding or searching New Market
In this strategy Wateen have to find some new town and selling present product and services in
new markets. Wateen have to take actions like targeting promotions, opening sales offices and
creating alliances to operationlize a market development strategy

Action Plans ( Implementations)

Marketing Plan
Wateen have to do customer analysis by doing customer surveys, analyzing consumer
information, evaluating marketing position strategies and developing consumer profiles. Right
now Wateen are focusing on corporate level users which are not sufficient coverage. They have
to target home users also want something more with interest service. Have to focus youth, so in
marketing they spend money in advertising, sales promotion and publicity .
Production plan
In corporate level Wateen can offer high sped broadband internet and portable devices like PTCL
provide EVO to their users. For home users they have to give something with interest like TV
channels, software, movies , games etc, For taking competitive edge from their competitors.
Financial Plan
Financial report shows that company is working insufficiently, admin, finance, operating
expense are too high. So Wateen have to focus on all the expenses and need to utilize their assets
properly. They are now paying 25 % of total revenue for financial cost. So they have to take
immediate steps to reduce interest expenses.
R&D
Right now Wateen do not work on R & D department. They already buy new technology from
other sources. Some portionsof these technologies are still a part work in progress in which
Wateen group have already invested substantial amount in It .R&D require a lot of investment
and time to invent new product, so new product is more costly than purchasing new technology
from outsider. But if Wateen invest on R&D and make something new than they will take
competitive edge in the market.
MIS plan
Wateen have to make their MIS department stronger because managerial level takes decision on
the basis of information.




CONCLUSION

The conclusion of this report show that the Wateen Telecom is consider to be very sound
company because it has backed by Abu Dhabi group which is a strong group in Asia, Profit of
the company also increasing on yearly basis. Under the experiences top management and
leadership of Sheik Nahayan Mabarak AL-Nahayan is working in professional way. Being a
leader company in private sector Wateen has good future expectations. Wateen has technological
advantages because it has big business link like UBL, Warid, Bank Al-Falah and many other
sectors. Wateen is the innovator of WiMax in Pakistan which is the great advantage for this
company. Wateen has had strong infrastructure and opportunities to expand the product line
according to competitors but due to tall organizational structure the decisional role is very
slow process. Wateen Telecom aware that they have entered into the 21st century and they must
meet its challenges by acquiring the highest level of the technology which is changing quickly,
they have to introduce the products like EVO and other services which are more users friendly
and cheaper than current devices and packages. Wateen will continue to invest in the modern
tools and substantial allocation to resources will be made to achieve their objectives.





















RECOMMENDATIONS

As Wateen Telecom is very energetic and future catching organization, but there are still some
gaps have to be filled in order to achieve the desired goals and targets. There is some
recommendations for Wateen telecom:

Eye on Competitors

As Wateen has very established and strong competitors like PTCL, World Call and others,
Wateen has to keep an eye on the strategies and product and service they are offering in order to
have competitive edge on them and introducing new services and product which are customer
friendly and less dependent on other circumstances.

Decentralization

Decentralization will bring quick and early flow of information to the employees, decision
making power should be distributed to the middle level and routine decision should be done by
the lower level manager according to the policies of the company in order to bring efficiency of
work.

HR Policy Refining

Wateen Should Refine its HR policy and try to remove the over pressure from the key workers of
the Wateen Telecom, Compensation, Motivation and other Practices should be introduce to
overcome the problem of the workers and bring the fare out of their mind about the job risk and
try to avoid brain drain.

Paid Internees and Backup
Wateen should introduce paid internship programs like National Internship Program (NIP) for
one year or 6 months, in this way it will overcome the problem of backup workers.
Complaint Center, Coverage Area and Towers
To satisfy the customers, Wateen should have install more an more towers to deal the peak hours
of the company, so if the customer switches it may possible that he/she will not come back, so
complaint center should be very active and responsive.